Celebrity Cruises will launch its marketing campaign on Boxing Day featuring TV advertising and outdoor digital billboards.
The cruise line will take over the Imax cinema in central London as part of its “turn of year” marketing campaign as it seeks to capitalise on the launch of Celebrity Edge this month.
Celebrity will also be running radio and print adverts during the campaign, which the line said would “drive holidaymakers to their preferred travel agent”.
To help agents, Celebrity is to provide them with marketing assets through its Celebrity Central trade platform.
Claire Stirrup, sales director at Celebrity Cruises UK and Ireland, said: “This is our biggest investment ever at turn-of-year, mirroring the ambitions of the brand globally as manifested in the development of our fleet and launch of Edge Class.
“This demonstrates the importance of the UK and Irish market and our support to our travel partners. We’ve invested significantly to make Celebrity Cruises the number one holiday to sell this turn-of-year."